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A/B Testing

Das A/B-Testing ist ein Prozess, mit dem man verschiedene Varianten vergleicht, um die erfolgreichere von beiden herauszufiltern. Eingesetzt wird das häufig im E-Mail-Marketing um herauszufinden, welche Art der Ansprache oder bertreffzeile eine höhere Öffnungsrate verspricht. Auch Content von Ladingpages wird auf diese Weise optimiert. Das gibt es auch bei Offline-Kampagnen, z.B. bei Flyern oder Postwurfsendungen im Allgemeinen.
Entscheidend ist dabei immer, den Erfolg der Varianten messbar zu machen, eine möglichst große Datenbasis zu schaffen und eine möglichst zufällige Streuung der Empfängergruppen zu realisieren.

Außerhalb des Marketing kann das A/B-Testing allerdings auch ganz hervorragend eingesetzt werden - zum Beispiel um auszuprobieren, ob ein frisches Croissant besser mit Nutella und Erdbeermarmelade oder mit Nutella und Himbeermarmelade schmeckt ...

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